Misinformation is as old as human communication, but it has never traveled faster or blended more seamlessly into everyday life. It is more than just false information. It is a force that can be waged as “information warfare” or spread like “information pollution,” shaping what people believe and how societies act. A recent study by Lena Frischlich and colleagues explored the roles and effectiveness of analogies to capture the complex interplay between politics, culture, and the endurance of misinformation in the ever-changing modern world. Based at the University of Southern Denmark, Frischlich collaborated with a broad, international team of researchers.
The framework that Frischlich and her team used to understand misinformation is based on the strength of ties between different levels of society through which misinformation can spread. The multi-level system included the following: micro-level (individuals), meso-level 1 (social groups), meso-level 2 (social media), and macro-level (states and societies). Misinformation spreads through many types of actors within each level, such as creators or spreaders at the individual level; groups and categories at the social-group level; digital platforms or publications at the social-media level; and politics or law at the state-and-society level.
Frischlich emphasized the power of social media and AI in propagating misinformation. Advances in AI have made it much easier for people to create misinformation in all its modalities, whether in text, image, or video form. “Traditional media is slower and relies heavily on formalized reporting. People can share live information on social media and share their experiences to inform others much faster,” Frischlich said. Although Frischlich also noted that social media can spread true information, she emphasized that it creates a greater risk of spreading misinformation because of its accessibility and the emotional connection it creates between users.
“It is not enough to look at the psychological [aspects] of misinformation. Rather, it is an interplay of many different factors that affect the power and perception of misinformation,” said Frischlich. What makes misinformation powerful is not just its presence, but how it propagates through emotions. In this way, it acts as a complex living system operating across various platforms and societies. From individual bias to overwhelming political influence, misinformation in times of crisis can become a powerful emotional driver—used as a tool to achieve a particular goal.
A prominent example of the complexity and spread of misinformation is public health crises. Misinformation can induce fear and anxiety. “People are in need of information,” said Frischlich. “In a crisis where there are limited healthcare professionals to answer questions, AI and social media can give these answers quicker.” There is also an interplay between certain types of medical treatment and political interests, which affects how people engage with this content.
Responses to the misinformation crisis often oversimplify the problem. However, Frischlich argues that emphasizing the complexity of misinformation could deter people from searching for the truth. While it is important to encourage skepticism about information online, how can we explain misinformation and its impact to those who rely on online sources? Frischlich’s research group is continuing to address this question by defining the rules needed for society to live together and make informed decisions based on access to information and personal values. Ultimately, the development and prevalence of misinformation invites us to redefine trust and human relationships in society.
“Misinformation is a hype topic,” Frischlich said. The basis of information is sharing beliefs and facts between human beings with human desires. Using interdisciplinary research across psychology, law, and economics, Frischlich hopes to encourage the sharing of perspectives and collaboration to understand the human nature that drives the complexity of misinformation. While it is easy to perceive misinformation simply as a negative, Frischlich emphasizes that it is also part of a social network that has shaped human history. Therefore, in times of crisis, we are urged not to panic, not to be afraid of being skeptical, and to contribute our unique voices to help create an information environment in which power belongs to all.